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Crisis Communication: It's Not a Matter of If, but When



In today's fast-paced and interconnected world, organizations must be prepared to effectively manage and communicate during times of crisis. A well-thought-out crisis communications plan is essential for navigating through challenging situations, protecting the organization's reputation, and ensuring transparency. Here are five key steps to consider when developing a crisis communications plan.


  • Risk Assessment and Scenario Planning: Before crafting a crisis communications plan, it's crucial to conduct a comprehensive risk assessment. Identify potential risks and scenarios that could adversely impact your organization. Consider both internal and external factors, such as natural disasters, cyber threats, or public relations crises. Once the risks are identified, create detailed scenario plans for each, outlining possible triggers, consequences, and communication strategies.

  • Establish a Crisis Communications Team: Building a dedicated crisis communications team is fundamental to the success of any plan. This team should consist of key individuals from various departments, including public relations, legal, human resources, and executive leadership. Assign specific roles and responsibilities to each team member, ensuring that everyone understands their duties during a crisis. Regular training and drills can help the team stay prepared and agile.

  • Develop Clear Communication Protocols: Clarity and consistency are paramount in crisis communication. Establish clear communication protocols that outline how information will be disseminated internally and externally. Define channels of communication, such as press releases, social media, and internal memos. Determine who will be the spokesperson for the organization and establish guidelines for responding to media inquiries. Having a centralized source of information helps to avoid confusion and misinformation.

  • Monitor and Respond in Real Time: In the age of social media and instant news, timely response is critical. Implement a robust monitoring system to stay informed about developing situations. Set up alerts for relevant keywords and hashtags to gauge public sentiment. Being proactive in addressing emerging issues can help mitigate the impact of a crisis. Additionally, establish a system for real-time communication within the crisis communications team to ensure swift decision-making.

  • Post-Crisis Evaluation and Learning: After the crisis has been managed, conduct a thorough evaluation of the communication strategies employed. Identify what worked well and areas that could be improved. Use this information to update and refine the crisis communications plan. Learning from past experiences ensures that the organization becomes more resilient in the face of future challenges.


A crisis communications plan is an indispensable tool for organizations seeking to navigate turbulent times with resilience and transparency. By conducting a thorough risk assessment, establishing a dedicated crisis communications team, defining clear communication protocols, monitoring and responding in real-time, and learning from post-crisis evaluations, organizations can enhance their ability to manage crises effectively. Preparedness and a strategic approach to communication are key elements in safeguarding an organization's reputation and maintaining the trust of stakeholders.


Need help preparing for or managing an active communications crisis? Threshold can help. Contact us here.

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